Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Evaluating Digital Advertising Paths at Scale

Presentation by Dixon Jones, Majestic, delivered at the Digital Marketing Show 2014.

  • Login to see the comments

Evaluating Digital Advertising Paths at Scale

  1. 1. Evaluating Digital Advertising Paths @tryMajestic at Scale @Dixon_Jones @tryMajestic @Dixon_Jones
  2. 2. What we will cover  Issues with using Ad-Networks to provide PPC & traffic metrics  Issues comparing paid campaigns across different media types  A different approach to measuring Quality pre-launch  A different approach to measuring Context pre-launch  A Different approach to tracking success post launch @tryMajestic @Dixon_Jones
  3. 3. (This presentation is NOT about Privacy.)  EU & Cookie Law  ISPs & GCHQ  Google & NSA  Facebook & the CIA  Chinese Hackers  Banks and Savings  Everyone & Prism @tryMajestic PRISM reopened a shallow wound for marketers @Dixon_Jones
  4. 4. @tryMajestic The Problem @Dixon_Jones
  5. 5. @tryMajestic The Problem Make an Impact in your presentations by adding some themedPowerPoint animations. @Dixon_Jones
  6. 6. @tryMajestic The Problem Make an Impact in your presentations by adding some themedPowerPoint animations. @Dixon_Jones
  7. 7. @tryMajestic Advertisers are being asked to trust the Network they are paying Does that make us Smile or Scream? @Dixon_Jones
  8. 8. @tryMajestic And it is not just Networks you’re being asked to trust It is also People @Dixon_Jones
  9. 9. @tryMajestic @Dixon_Jones
  10. 10. @tryMajestic Who do you think has most Klout? @Dixon_Jones
  11. 11. @tryMajestic And it’s not just People you are being asked to trust It is also Technologies @Dixon_Jones
  12. 12. @tryMajestic Trust is not always clear @Dixon_Jones
  13. 13. @tryMajestic  Alexa  Majestic Million  Moz Trust  Page Rank  Klout  SE Quake / SEMRush  Tweets/Likes/ G+ Scores  Compete.com Some Toolbar Options to help @Dixon_Jones
  14. 14. The problem in online paid search is that this question is asked on every impression! “Do we trust this scenario enough to advertise right here? Right now?” @tryMajestic The Problem @Dixon_Jones
  15. 15. @tryMajestic The Question: Can we scale Measuring Trust? The User The Context The Influence PPC Pro The Network @Dixon_Jones
  16. 16. That has been our quest. Insight at Scale. @tryMajestic In the same day, Majestic crawls Well over 2,000,000,000 NEW URLs (and sees 7 billion) Twitter has 500,000,000 Tweets per day on average @Dixon_Jones
  17. 17. @tryMajestic What’s in a Link? @Dixon_Jones
  18. 18. @tryMajestic What’s in a Link? @Dixon_Jones
  19. 19. @tryMajestic Explaining Flow Metrics @Dixon_Jones
  20. 20. @tryMajestic Explaining Flow Metrics @Dixon_Jones
  21. 21. @tryMajestic Flowing Trust Through Links 4 10 3 8 ?? ?? Trust Flow. FLOW good data using decay Algorithm @Dixon_Jones
  22. 22. LADY GAGA BARACK OBAMA @tryMajestic Does this pass the Gaga Test? @Dixon_Jones
  23. 23. @tryMajestic Hooray! We made it past to second base @Dixon_Jones
  24. 24. @tryMajestic Trust Flow adds another layer of Trust @Dixon_Jones
  25. 25. @tryMajestic We can now Compare Digital Assets We Can also SCALE Measuring Trust Compare 100,000 URLs at once @Dixon_Jones
  26. 26. @tryMajestic People / Apps / Pages All = URLs @Dixon_Jones
  27. 27. @tryMajestic So if I want to sell Homes in China... … Okay… Context is the next challenge @Dixon_Jones
  28. 28. @tryMajestic Next base was convergence The User The Context The Influence @Dixon_Jones
  29. 29. @tryMajestic
  30. 30. @tryMajestic Flowing Trust Through Links 4 10 3 8 ?? Flowing TOPICS ?? Topical Trust Flow. FLOW good data using decay Algorithm @Dixon_Jones
  31. 31. LADY GAGA BARACK OBAMA @tryMajestic Use Case: Finding Influencers @Dixon_Jones
  32. 32. @tryMajestic Use Case: Finding Influencers at Scale Also works on Mashable insert Domain URL here @Dixon_Jones
  33. 33. Lastly a Word About Measurement Even the best campaign is about Content Good campaigns leave a Legacy. That legacy is also track able Did the campaign move the Needle? Set up Tracking Reports on the landing pages to find out @tryMajestic @Dixon_Jones
  34. 34. @tryMajestic What’s in a Link? @Dixon_Jones
  35. 35. @tryMajestic Summary  Marketers are being conned  You need independent data when you spend money  Digital Assets come in many forms  Links can help understand relationships between assets at scale  Knowing context/topics at scale is incredibly powerful Thank You for your time I’m @Dixon_Jones from: Please ask for a demo @Dixon_Jones

×